REGAL THREADS
Regal Threads is a concept company in the UK designed to implement my email marketing strategy. The company is a high-end tailor and suit-selling brand that prioritizes quality and sophistication.
The aim of this project was to create an email marketing strategy for the company that would effectively engage customers at every stage of the sales funnel.
Market Brief
The Regal Threads concept project is designed to demonstrate the implementation of an effective email marketing campaign that aligns with a 4 stage sales funnel: Awareness, Interest, Desire, and Action. One of the objectives in this campaign was to create a structured email sequence that educates potential customers, nurtures them, and drives conversions. The campaign targets people who are both new to tailoring and suit as well as people who are familiar with them.
While integrating the Sales funnel the first step was Awareness: which involved introducing Regal threads as a premium tailoring brand and encouraging new leads to learn more about the company. The second step was was Interest where the next email would provide readers with value and and insights into tailoring and suits. The third step was desire which was done using testimonials, by showcasing the best reviews in the emails the reader was encouraged to click through to a landing page that would showcase more reviews. Finally there was the Action this was encouraged by providing a limited time sale on the “Fall Collection” encouraging new customers to buy as well as retarget repeat purchase customers. These email will be automated for the welcome sequence.
Market Research
To position Regal Threads effectively it is essential to analyse key competitors in the UK. Major competitors include: Savile Row Tailors, Hawes & Curtis, TM Lewin, etc. By understanding these competitors, It will allow Regal Threads to develop a unique value proposition that will allow them to stand out when using email marketing.
Understanding the buyer awareness stages are also crucial in developing an effective email marketing strategy for Regal Threads. The market average can be segmented as seen on the right:
60% - Not problem aware
These individuals are not actively looking for suits or tailoring services because they don’t yet recognize the need. Marketing efforts for this group should focus on education and brand storytelling to create awareness of the benefits of high-end tailoring.
20% - Problem Aware
This segment understands that they need better suits but haven’t yet explored solutions. Targeted content should be things such as comparison guides and style tips, which will help guide them toward Regal Threads as a solution.
17% - Info Gathering Mode
Potential customers are actively researching options and this is where the content will focus on showing Regal Thread’s craftmanship, materials, and customer testimonials.
3% - Buying Now
These are ready-to-purchase customers who need a final nudge, and these people will be targeted with limited-time offers.
Email Marketing Strategy
(Welcome email sequence)
Awareness Stage
Welcome email
delivered after a potential customer becomes a lead and gives an email through a pop up on the website on through subscription of the newsletter.
Interest Stage
Value / Intrigue email
delivered after the lead has read the welcome email and has been subscribed for at least 2 days. encourages the user to learn more about the company by clicking on the CTA.
Desire Stage
Testimonial email
delivered a week after the user subscribes, encouraging the user to click through and read the best reviews.
Promo email
delivered 2 weeks after the welcome email, encouraging the user to act now as there is a limited time sale.
Action Stage
Campaign Summary
The Regal Threads email marketing campaign is designed to guide potential customers through the buyer journey, from awareness to conversion. The campaign follows the sales funnel structure when it comes to developing emails. The campaign utilizes a welcome email sequence that taps into every stage of the buyer journey while also keeping the brand image and colours consistent throughout the increase brand recognition and encourage potential customers to the next step in the buying process.
